Brand hub

01 · How the system works

Two layers

Chilly Ones runs on two layers that share one logo. The core layer is the mark and the pack, exactly as printed. The digital layer is everything else built from here on: web, social, merch, events and point of sale. Use the layer that matches what you're making, and don't mix the two type systems in one piece.

Core layer

The mark and the pack

Logo suite: stacked navy, white and Chilly Blue
Cans, cartons and anything printed on them
Six-blue packaging palette on warm Off White
Poppins, as set on the packs

Never redraw or re-set pack artwork. Use the supplied renders.

Digital layer

Everything we build next

chillyones.com, chillyonesbeer.com and the event sites
Social, paid media, email and video
Merch graphics, POS, retail displays and event signage
Inter Tight for display, IBM Plex Mono for everything else

Pack renders and the logo drop into digital layouts as-is.

02 · Core

Logo

A classic hockey script in layered blues. One mark, three colourways. Pick the colourway for the background, never the other way round.

Primary logo · Brand NavyLight

Logo · WhiteNavy

Logo · Chilly BlueNavy

Do

Navy logo on Off White, white or light photography.
White or Chilly Blue logo on Brand Navy, Cold or dark photography.
Keep clear space on all sides equal to the height of the "C".
Minimum size: 20 px tall on screen, ¼ in (6 mm) in print.
Use the supplied files. Ask for vectors for large-format print.

Don't

Stretch, rotate, outline or redraw the mark.
Add shadows, glows, gradients or patterns. (The white-with-shadow web file is the one exception, for video and photo.)
Recolour outside the three approved colourways.
Place Chilly Blue on cream or white. It fails contrast.
Lock it up with a team, league or retailer mark without written approval.

03 · Core + digital

Colour

Cold blues from the rink. The core palette is matched to the printed packs, so use it for anything that sits next to a can. The digital palette is tuned for screens and runs the websites. Tap a value to copy it.

Core · packaging palette

Brand NavyRGB 2/66/109CMYK 100/56/10/47Primary, logo, text on cream

Chilly BlueRGB 88/162/213CMYK 62/22/1/1Fields and large type on navy only

Ice BlueRGB 209/235/252CMYK 16/1/0/0Text and UI on navy

Dusty BlueRGB 84/150/191CMYK 67/30/11/0Fill only

Ocean BlueRGB 41/102/163CMYK 88/61/10/0Links on cream

Off WhiteRGB 255/242/227CMYK 0/4/9/0Default print ground

Neutrals: #333333 · #666666 · #999999.

Digital · screen palette

InkBody text, dark sections

NavyHeaders, bands, primary buttons on hover

CeruleanAccent: the one action colour

IceText and lines on navy and Cold

Ice 2Duotone tint, fills only

FrostLight section ground

WhiteDefault page ground

ColdBeer site ground

Off WhiteButtons and cards on Cold

Proportion · digital

White 60 · Navy 20 · Ink 10 · Ice 6 · Cerulean 4. Cerulean is rare on purpose: when it appears, it means "do this".

Contrast · digital (WCAG 2.1)

Text on ground	Ratio	Use
Ink on White	17.7:1	Any size
Navy on White	12.0:1	Any size
Ice on Navy	7.7:1	Any size
Ice on Cold	11.7:1	Any size
White on Cerulean	4.2:1	18 px+ or bold UI only
Ice 2 on White	2.2:1	Never for text

04 · Core + digital

Typography

All three families are free and open-licence (SIL OFL), so partners can install and use them without buying a licence. Packages are in Downloads.

Digital · Display · Inter Tight 800

For those
who show up

Uppercase · tracking −3.5% · line height 0.9

Digital · Interface · IBM Plex Mono 400/500

Find your Chilly Ones ↳

Long-form body copy runs in sentence case at 15–18 px with 1.6 line height, so it stays easy to read.

Labels, buttons, captions, specs · uppercase · tracking +2–6%

Role	Family	Weight	Size (screen)	Case · tracking
Display XL	Inter Tight	800	48–168 px	Upper · −3.5%
Display L	Inter Tight	800	40–96 px	Upper · −3.5%
Display M	Inter Tight	800	30–58 px	Upper · −3.5%
Body	IBM Plex Mono	400	14–18 px / 1.6	Upper for short lines, sentence case for paragraphs
Label / UI	IBM Plex Mono	400–500	13 px	Upper · +4%

Core · Packaging · Poppins

Keep it light. Keep playing.

Poppins is the type on the cans and cartons: Black for pack headlines, ExtraBold subheads, Regular body. Use it only when you're extending packaging (shelf strips, case wraps, sell sheets that sit beside the pack). Everything else uses the digital pair.

05 · Digital

Devices

A small kit of recurring marks makes anything we build recognisable before the logo is read. Use one or two per layout, not all of them.

Crop marksRink-ready

Corner brackets frame heroes and full-screen layouts, like a viewfinder. 1.5 px, 14 px arms.

Square bulletGeorgetown, COFeb 12–14

A 9 px square leads every label. Cerulean square for the one thing to act on, ink for everything else.

Duotone

Greyscale photo multiplied with Navy, Cerulean or Ice 2. For bands behind type, never for product.

Ice texture

The shredded-ice surface from the packaging, used full-bleed behind cans and headlines.

Find your Chilly OnesShop now

The ↳ return arrow marks every text link. No other arrow styles.

Carbs1g

Sugar0g

Calories100

The spec plate: numbers only, no adjectives. The only way product facts are shown.

06 · Core + digital

Photography

Real people, real ice, real cold. Every image should answer one question: who showed up?

Category	What it is	Where it goes
1 · Promotional	Studio, pro athlete, styled to merch	Hero banners, merch capsules
2 · In the moment	Merch and beer in real hockey and winter moments	Events, story, lifestyle
3 · Social	UGC and vetted creators	Content, event recaps
4 · Product hero	Studio, product-focused	Beer pages, retail listings, POS

Do

Breath, frost, condensation, rink light at dusk.
Holding the can, toasting, gearing up, celebrating.
Everyone who loves the game: players, fans, coaches, families at the boards.

Don't

AI-generated or composited people. Not allowed anywhere.
Drinking while skating, driving or playing; overconsumption.
Anyone who is, or looks, under 25.
Competitor brands visible in frame (check the boards and the cooler).

07 · Core + digital

Language

Confident, social, playful, a little funny. We're the feel-better beer, not the good-for-you beer: say the numbers, then the moment, and never make a health claim.

Taglines · interchangeable by season

For those who show upKeep the game goingKeep playingMade for beyond the gameWe play for more

Supporting lines

Go For OneThe beer that lets you stay in the gameKeep it light. Keep playing.A lighter way to drink1 Carb. 100 Calories. Still in the Game.

"100 Calories" is the Canadian 5%. In the US the 3% is 60 calories; adjust the line.

Calls to action · match the destination

Find your Chilly OnesFind your post-game Chilly OnesShop nowGo For OneGet Chilly

Store locator → "Find". Merch → "Shop now". Content → "Go For One".

Never

Drink upCrush another oneGet after itDrink without the guiltGuilt-freeLow carbHealthy / better for youNo hangoverCold ones

We're "Chilly Ones", never "cold ones". In Canada, carbohydrate descriptors ("low carb") are not permitted on beer; state the number only.

08 · Core

Product facts

The only approved figures. Each beer is sold in one market only (except Non-Alc), so check the market before you print.

Beer	Market	ABV	Calories	Carbs	Sugar	Pack
Classic Lager	Canada	5.0%	100	1 g	0 g	8 × 355 mL
Classic Lager	USA	3.0%	60	1 g	0 g	8 × 12 fl oz
Non-Alc Classic Lager	Canada + USA	0.3%	26	7 g	—	6 × 355 mL

Per can, as printed on the current packaging. The 1 g carb claim applies to Classic Lager only. Retail and on-premise listings link to chillyonesbeer.com/pages/find.

09 · Everyone

Partner rules

These apply to anyone making Chilly Ones material: retailers, distributors, agencies, event partners and creators.

Beer advertising must reach an audience that is at least 73.8% aged 21+ (Beer Institute Advertising Code), including the Non-Alc. Age-gate creator content where the platform allows.
Models and talent in beer creative must be 25 or older. No elements that appeal to children.
Sweepstakes and contests need Official Rules, a free way to enter, and our sign-off before launch.
Colorado Avalanche marks are licensed for approved Chilly Ones pieces only. Utah Mammoth is not licensed yet. Never use NHL or league marks, or imply league sponsorship.
Ambassador names and likenesses (Tyson Barrie, Nathan MacKinnon, Penny Oleksiak) need approval for each use.
Send anything co-branded to digital@chillyones.com for approval before it goes to print or live.

10 · Library

Downloads

Fonts and reference files are open to everyone. Logo, packaging and merch files unlock when you sign in with a partner account.

Logo

Primary logo · Brand NavyCore

PNG · 799 px · transparent

Use most often: retail, POS, placement. On Off White or light grounds only. Minimum 20 px on screen, ¼ in in print.

Two layers

The mark and the pack

Everything we build next

Logo

Colour

Typography

Devices

Photography

Language

Product facts

Partner rules

Downloads

Get the full kit